ESP-4449

Published

2026-02-22

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Vol. 11 No. 2 (2026): Publishing

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Research Articles

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Copyright (c) 2026 Wei Chen, Manus Kaewbucha, Chalisa Apiwathnasorn

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How to Cite

Wei Chen, Manus Kaewbucha, & Chalisa Apiwathnasorn. (2026). Hanfu Consumption Psychology: Functional Needs and Cultural Attachment via Kano-AHP. Environment and Social Psychology, 11(2), ESP-4449. https://doi.org/10.59429/esp.v11i2.4449

Hanfu Consumption Psychology: Functional Needs and Cultural Attachment via Kano-AHP

Wei Chen

Rajamangala University of Technology Tawan-Ok, Chakrabongse Bhuvanarth International College of Interdisciplinary Studies (CBIS),Bangkok, 10400,Thailand ,chen.wei@rmutto.ac.th

Manus Kaewbucha

Rajamangala University of Technology Tawan-Ok, Chakrabongse Bhuvanarth International College of Interdisciplinary Studies (CBIS), Bangkok,10400 Thailand ,Manus_ka@rmutto.ac.th

Chalisa Apiwathnasorn

Rajamangala University of Technology Thanyaburi, Faculty of Fine and Applied Arts, Pathum Thani Province, 12110,Thailand, Chalisa_a@rmutt.ac.th


DOI: https://doi.org/10.59429/esp.v11i2.4449


Keywords: consumer psychology; Kano model; Analytic hierarchic Process; cultural identity; traditional fashion consumption; product attributes; user satisfaction.

Abstract

The revival of the Hanfu with the modern China does not only signify the reinvention of traditional aesthetics but also the changing psychological motivation in the consumer decision. This paper combines the Kano model and the Analytic Hierarchy Process (AHP) to explore the interaction between functional requirements and cultural attachment to explore how they influence preferences towards Hanfu products in a systematic manner. To determine the categories of the attributes that have to be of quality, one dimensional quality, attractive quality and indifferent quality, a mixed method design was adopted to construct the weights of the attributes concerning their relativity to predict consumer satisfaction. Findings show that comfort, craftsmanship stability and pricing transparency are still considered the leading functional priorities and identity expression, cultural resonance and emotional symbolism are the high-weight attractive features. The findings indicate that cultural attachment amplifies the satisfaction effects of functional performance by transforming acceptable functionality into emotionally meaningful consumption experiences. The results of this paper highlight the complexity of the psychology of consumption of Hanfu by showing that consumer loyalty is an acquired process that is not based on utility but rather done in a synergistic converging process of cultural meaning and product experience. The research has made a validated assessment model of the traditional-culture fashion markets and offered viable information to designers, retailers, and policy makers who seek sustainable cultural revitalization policies.

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